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Insight· 3 min read
Why Locky Dock lets a media company sell its ads
Advertising screens can fund a bike parking network. The next question is who sells the advertising.
Locky Dock in New Zealand has done it both ways. Kirsten Corson, CEO of Locky Dock, has a clear recommendation for new operators.
Should a new operator sell its own ads?
No, in Kirsten's view. Asked which approach she would recommend today, she doesn't hesitate.
"I would definitely say partner with a media company." Kirsten Corson, CEO, Locky Dock
In Locky Dock's model, the media partner helps with site selection and is responsible for advertising sales.
Why partner instead of doing it yourself?
A new operator already has too many moving parts. Kirsten explains it from experience.
"There's a lot to learn if you're coming on board as a Bikeep partner. There's a lot of moving parts. All of a sudden you're buying infrastructure, you're installing infrastructure, and you're rolling out a media network." Kirsten Corson, CEO, Locky Dock
Each of those is a business in its own right. Advertising sales needs a sales team, relationships with agencies and brands, booking systems and campaign reporting.
Who does what in the partnership?
| The operator | The media partner |
|---|---|
| Wins councils and site hosts | Brings foot traffic and location data to site selection |
| Buys, installs and maintains stations | Sells advertising to brands and agencies |
| Runs the parking and charging service | Manages campaigns and content on screens |
| Drives rider adoption | Packages stations with its wider street-media network |
Locky Dock works with oOh!media in New Zealand. Our story on Locky Dock and oOh!media in Whangārei shows the partnership in one city.
When can selling your own ads make sense?
It can work in three situations.
- There is no street-media company active in your market.
- You already run an advertising business.
- Your network is small and very local, with advertisers you know personally.
Even then, many operators move to a media partner as the network grows.
How do you choose a media partner?
Four questions sort the good fits from the rest.
- Do they already sell street or transit media in your cities?
- Will they commit to selling your inventory, and on what revenue terms?
- Do they bring data to site selection? Every site has to work as a media location, which is why Locky Dock picks sites with its partner.
- How fast do they want to grow? Locky Dock's partner hasn't set a limit.
Where does this fit in the business?
Choosing who sells the ads comes right after choosing the funding model. That model is explained in how advertising funds free bike parking.
Bikeep partners get the stations and the platform, and choose how to fund them. The Bikeep partner page explains how that works.
Frequently asked questions
Should a bike parking operator sell its own advertising?
Locky Dock recommends partnering with a media company, especially for new operators. Building stations and a media sales business at the same time is a lot to take on.
What does a media partner do?
It sells advertising to brands and agencies, manages what runs on the screens and brings location data to site selection.
Who picks the sites?
In Locky Dock's model, the operator and the media partner choose them together, so every site works for riders and advertisers.
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